Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Newspapers still valued by readers: survey

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You don't have to search hard nowadays to find disturbing news about the newspaper industry.

But a little bit of good news did surface on Wednesday via a new Harris Interactive Poll that indicates a whopping 90 percent of Americans continue to read and rely on their local newspaper -- both in print and online. The new survey was commissioned by Parade Publications. The survey also found that more Americans read a printed newspaper -- both weekday and Sunday editions -- than get their news from the Internet. Per the new survey, 65 percent of Americans read a printed newspaper on weekdays versus 57 percent who get their news from online sources. On Sundays the figures are 63 percent and 41 percent respectively.

Also the survey found that newspapers are considered more trustworthy than Internet news sites or blogs by a 2-to1 margin, and newspapers have better quality content than Internet news sites or blogs by a margin of 38 percent.

To some observers seeking to put the survey numbers in the best possible light, the results suggest a lot of people looking for news still recognize that quality content matters and that local newspapers in their respective markets are still best at gathering news where they are based. We can only hope all of these findings help people, especially teens and twentysomethings, realize the value of newspapers and take an interest in what it is they do.

The new survey was conducted among a nationally-representative sample of 1,004 adults age 18 and over, with a margin of error of +/- 3 percent.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on April 16, 2009 3:34 PM.

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